Qantas Takes a Nose-Dive on Twitter


Australia's Qantas Airlines' Nov. 21 Twitter contest has turned into hashtag hailstorm, as Twitter users have picked up the airline's new promotional tag to lash out at the company—curated in an organized stream for all Twitter users to see. 

Qantas' official Twitter account asked its followers: "What is your dream luxury in-flight experience? (Be creative!) Answer must include #QantasLuxury." Unfortunately, the contest came just a day after Qantas and its unions broke off contract negotiations, and following a month-long labor struggle in which Qantas grounded its fleet in late October, a drastic move that stranded thousands of angry customers, according to Reuters.

Twitter users have taken up the promotional hashtag to insult the airline for its insensitivity. Over 500 tweets came in on Nov. 22 alone, according to the Archivist Twitter tool. One user's tweet (@jeremysear) reflected a common theme throughout the stream: "Quick note to corporate Australia: when you're in the middle of crushing your workforce, don't start a Twitter promotion. #QantasLuxury" 

As the criticism poured in, Qantas responded on Tuesday, "At this rate our #QantasLuxury competition is going to take years to judge." What may have started as a simple contest has turned into heaps of negative attention for the brand at a time when it should have been relaying key labor updates to stakeholders. 




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.